This episode offers an unvarnished look into the journey of Million Dollar Collar, from ingenious product to a burgeoning e-commerce empire. Rob Kessler shares candid insights on continuous testing of routes to market, evolving marketing strategies, and the strategic creation of new brands. Essential listening for any e-commerce operator seeking to understand the grind and grit behind scaling a product-based business.
Key takeaways
Persistence in testing various routes to market (DTC, licensing, wholesale) is crucial for long-term growth and identifying optimal sales channels. Don't be afraid to pivot strategies as market feedback dictates.
Strategic brand extension, like creating 'Go Tie Less,' can unlock new market segments and diversify revenue streams, even for niche products.
Embrace an iterative "work in progress" mindset, continually optimizing marketing and operational strategies based on performance data and customer feedback.
Leverage early sales metrics (e.g., 250,000 units sold in 111 countries) to validate product-market fit and fuel investor confidence or future growth initiatives.
Direct-to-consumer businesses should constantly experiment with different marketing channels and messaging to pinpoint what resonates best with their target audience.
In the first few years of an eCommerce business (or any business!) there’s often a lot of tooing and froing trying to find the right pathway. The right products, the right path to market, the right marketing methods. Tons of testing, and of course ‘optimisation!’. That’s what this guest is joining us to talk about – 4 years ago he designed a really clever new product that solves a frustration for many people around the world. When we caught up with him 2 years ago he was busying testing different routes to market – online sales vs licencing to manufacturers, vs selling wholesale to tailors and dry cleaners. In this episode you’re going to find out how all that has been going, the marketing testing he’s been doing, AND how he’s ended up creating a whole new brand as yet another route to market. Some of the lessons he shares are priceless. The business he’s building is still a work in progress – and in this episode, you get to see (very candidly) behind the scenes to hear how he manages all the different ideas, and how they all start coming together to create the platform from which growth is (I think) just about to go crazy! Rob Kessler is the Inventor and co-founder of Million Dollar Collar. Where he creates fashion accessories for men which provide a classy polished appearance. Rob launched the business in Jan 2016 and they have now sold over 250,000 units in 111 countries to over 18,000 customers. We last chatted 2 years ago (episode 155) so I’m excited to find out what Rob’s been up to. Find all the details at https://eCommerceMasterPlan.comSign up for a free Omn
Frequently asked about this episode
What does this episode say about brand building?
Persistence in testing various routes to market (DTC, licensing, wholesale) is crucial for long-term growth and identifying optimal sales channels. Don't be afraid to pivot strategies as market feedback dictates.
What does this episode say about e-commerce growth strategy?
Strategic brand extension, like creating 'Go Tie Less,' can unlock new market segments and diversify revenue streams, even for niche products.
What does this episode say about entrepreneurial journey?
Embrace an iterative "work in progress" mindset, continually optimizing marketing and operational strategies based on performance data and customer feedback.
What does this episode say about market diversification?
Leverage early sales metrics (e.g., 250,000 units sold in 111 countries) to validate product-market fit and fuel investor confidence or future growth initiatives.
What does this episode say about brand building?
Direct-to-consumer businesses should constantly experiment with different marketing channels and messaging to pinpoint what resonates best with their target audience.
